Lingerie brand Victoria’s Secret has cancelled 2019 fashion show amid dwindling television ratings and rising criticism of the event.
The show launched in 1995 and was once a major pop culture event, drawing millions of viewers each year.
Last year it had its lowest ratings ever and drew criticism that it was sexist, outdated and lacked diversity.
The lingerie giant’s parent company, L Brands, confirmed the end of the holiday runway extravaganza in an earnings call on Thursday.
“We’re figuring out how to advance the positioning of the brand and best communicate that to customers,” Stuart Burgdoerfer, L Brands chief financial officer, told investors on an earnings call.
The brand has also faced declining sales figures and a fall in the number of viewers tuning into watch the catwalk showcase. The decision was part of a move to ‘evolve the messaging of the company,’ Fortune reports.